Public Relations Cases PDF
Preview Public Relations Cases
✵ Public Relations Cases Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. ✵ Public Relations Cases NINTH EDITION DARRELL C. HAYES American University JERRY A. HENDRIX American University PALLAVI D. KUMAR American University Australia•Brazil•Japan•Korea•Mexico•Singapore•Spain•UnitedKingdom•UnitedStates Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest. Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. 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Purchaseanyofourproductsatyourlocalcollegestoreoratour preferredonlinestorewww.cengagebrain.com. Instructors:Pleasevisitlogin.cengage.comandlogintoaccess instructor-specificresources. Printed in the United States of America 1 2 3 4 5 6 7 15 14 13 12 11 Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. ✵ Brief Contents PREFACE xvii ABOUT THE AUTHOR xxi PART I Solving Public Relations Problems 1 1 Public Relations in Action 3 2 A Public Relations Process 12 PART II Reaching Major Audiences 47 3 Media Relations 49 4 Social Media 92 5 Internal Communications 132 6 Community Relations 160 7 Public Affairs and Government Relations 193 8 Investor and Financial Relations 225 9 Consumer Relations 256 10 International Public Relations 280 11 Relations with Special Publics 312 PART III Emergency Public Relations 343 12 Crisis Communication 345 vv Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. vi BRIEFCONTENTS PART IV Integrated Marketing Communications 379 13 Integrated Marketing Communications 381 APPENDIX I: QUESTIONS FOR CLASS DISCUSSION AND CASE ANALYSIS 411 APPENDIX II: PRSA MEMBER CODE OF ETHICS 2000 413 INDEX 421 Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. ✵ Contents PREFACE xvii ABOUT THE AUTHOR xxi PART I Solving Public Relations Problems 1 1 Public Relations in Action 3 Process 3 Cases 5 New Technology 5 Ethics 7 The Overall Plan of This Book 10 Endnote 10 General Public Relations Readings 11 2 A Public Relations Process 12 Research 12 Client Research 12 Opportunity or Problem Research 14 Audience Research 14 Research Methods 22 Objectives 24 Output Objectives 25 Impact Objectives 27 Programming 29 vviiii Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. viii CONTENTS Theme and Messages 30 Action(s) or Special Event(s) 30 Uncontrolled and Controlled Media 32 Effective Communication 36 Evaluation 41 Evaluating Informational Objectives 41 Evaluating Attitudinal Objectives 41 Evaluating Behavioral Objectives 42 Evaluating Output Objectives 42 Summary 43 Endnotes 44 Headings on the Public Relations Process 44 Research 44 Objectives 45 Programming 45 Evaluation 46 PART II Reaching Major Audiences 47 3 Media Relations 49 Research 49 Client Research 50 Opportunity or Problem Research 50 Audience Research 50 Objectives 52 Impact Objectives 52 Output Objectives 53 Programming 53 Theme and Messages 53 Action(s) or Special Event(s) 54 Uncontrolled Media 55 Controlled Media 58 Effective Communication 58 Evaluation 59 Evaluating Impact Objectives 59 Evaluating Output Objectives 60 Summary 60 Endnotes 61 Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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